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New Scarborough metric combines newspapers' print, online readership

Published on June 24, 2005.

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New York—Scarborough Research released Thursday a new metric that combines the audience of traditional printed newspapers with the audience of their Web sites. The analysis found that newspaper Web sites are contributing significant numbers of readers who do not necessarily read the printed publications, resulting in larger audiences overall.

In addition, the audiences for newspaper Web sites tend to be younger
than those of the printed newspaper.

"The Integrated Newspaper Audience story is one that is very positive
for the newspaper industry," said Gary Meo, senior VP-print and Internet services at Scarborough Research.
For example, in an average week, The Atlanta Journal-Constitution print newspaper reaches 51% of all adults in the Atlanta local market. When AJC.com and AccessAtlanta.com, the newspaper’s Web sites, are factored in, the combined reach increases to 56%. The overall newspaper total audience gains nearly 223,000
readers exclusively from the online audience, according to Scarborough.
—Sean Callahan